Blacklist’s Dvein Delivers New Branded Video for Rdio
Avant-garde directing collective Dvein have released Symbiosis, an experimental video interpretation of The Dismemberment Plan’s new hit, “Daddy Was a Real Good Dancer.”
The project is the latest installment in the New Music Weekly campaign on digital music service Rdio, the three-year-old challenger brand that has been outpacing longstanding leaders in the category such as Spotify, Pandora, MOG and Grooveshark. The innovative New Music Weekly campaign, launched last July, brings together the best in independent art and music with a series of original video pieces from visual artists around the world inspired by new music.
This is the second entry in the series by the award winning, Barcelona-based Dvein (hot off an Aussie FX & Animation Fest Gold Music Video Award for The Vein “Magma”), which also recently released "Sculpture" for HAIM’s “My Song 5.”
Dvein is on the roster of New York City production company Blacklist, which has provided a number of directors and animators for the Rdio campaign, including Holbrooks, Tendril, Upper First and Wizz, creating pieces based on music by Icona Pop, Bloc Party, Typhoon, Pond, Michael Franti and Gogol Bordello. New Music Weekly releases original videos each week on Vice, NPR Vimeo, Pitchfork and on Rdio’s Tumblr page, where the videos are offered as GIFs. The campaign thus far has nearly 3.5 million public facing views.
“We don’t see these as music videos but instead something more personal for our visual artists, creating art inspired by music, rather than literal interpretations,” said Nada Antoun, Global PR Director of Rdio, which is owned by Skype. “This campaign has shown that new art inspired by new music promotes discovery.”
“Music has a lot to do with an emotional connection with your past and future,” said collective Dvein. “We wanted to create experiences that express that in some way, the nostalgia of what you’ve heard and the excitement for new music, and Rdio gives us both.”